Mothers of lower socio-economic status make the decision to formula-feed in the context of culturally shared expectations and practices. Invited commentary on: Carroll M, Gallagher L, Clarke M, et al. Artificial milk-feeding women’s views of their feeding choice in Ireland. Midwifery 2015; 31:640–6.

• Within some communities women may already view formula-feeding as the obvious infant-feeding choice, even before pregnancy. Therefore, breastfeeding promotion should not be focused just on pregnant women, but on the wider community.
• Exposure to other women breastfeeding may help to promote breastfeeding during pregnancy.
• Research methods which enable more sustained engagement with participants may facilitate further understanding of the perspectives of mothers from communities where formula-feeding is dominant.